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Feb202019

Google Ads Rolls Out Mobile Speed Score Update for Landing Pages

An update on the process of calculating the mobile page speed score located in the Landing Pages tab was announced by Google Ads has on Tuesday.

The update introduces an updated mobile speed score algorithm that now requires “fewer ad clicks in order to calculate a score.”

With today’s improvement, Google Ads’ advertisers can now see a mobile speed score for even more of their pages, says Google.

Google did not specify the number of ad clicks now required to generate a mobile speed score.

But they explained a number of factors like page speed and potential conversion rate are involved in calculating mobile speed scores.

Furthermore, the mobile speed score is evaluated on a 10–point scale, that said, “1 is termed as very slow, and 10 being extremely faster.”

Google Ads advises to adopt Accelerated Mobile Pages (AMP) mobile technologies that can help in improving the landing page experience along with the mobile speed score.

To help evaluate mobile page speed Google advises using Landing Pages report that offers the following three performance metrics, speed score, mobile-friendly click rate, and valid AMP click rate.

“Slow mobile pages can slow down a business,” to speed up their site advertiser can use the following free tools provided by Google to evaluate mobile page speed:

  • Speed Scorecard, this tool compares how mobile site speed against competitors.
  • Impact Calculator, estimates potential revenue has lost by having a slow mobile site.

Mobile speed score, which was introduced in July 2018 has since then received it’s first update that introduces a new way to calculate the score.

The feature helps to see which landing pages are providing a fast mobile experience, and which ones may need attention.

Here is a screenshot of the mobile speed score on the Landing Pages page in Google Ads:

mobile speed score on landing pages in google ads

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